Pengaruh Cita Rasa, Kualitas Pelayanan dan Lokasi terhadap Keputusan Pembelian Produk pada Prima Bakery di Sidoarjo. (The Influence of Taste, Service Quality and Location on Product Purchase Decisions at Prima Bakery in Sidoarjo)

Ariska, Vivi Dewi (2022) Pengaruh Cita Rasa, Kualitas Pelayanan dan Lokasi terhadap Keputusan Pembelian Produk pada Prima Bakery di Sidoarjo. (The Influence of Taste, Service Quality and Location on Product Purchase Decisions at Prima Bakery in Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

Today's business competition is growing rapidly. Every entrepreneur is required to face competition with the right strategy, namely by paying attention to taste, service quality, and location. Taste plays a role in assessing how acceptable a food is. In addition, the quality of service must also be considered because it is a benchmark for assessing how good and bad the services provided to consumers are. Location is the company activity that makes the product available to the target audience. The existence of a strategic location selection is one of the factors that influence purchasing decisions. This study uses quantitative methods with survey research using a questionnaire as an instrument. Processing the questionnaire using the SPSS 24 application. The research population is consumers who have visited and made a decision to purchase bread at Prima Bakery in Sidoarjo. The research sample used a non-probability sampling method with a purposive sampling technique of 100 respondents. The data analysis technique used is multiple linear regression. The results showed that taste and location had a positive influence on purchasing decisions. While the quality of service does not have a positive and significant effect on purchasing decisions. The results of this study can be used as a basis for developing the Prima Bakery business to improve purchasing decisions in terms of taste, service quality and location. Keywords: Taste, Service Quality, Location, Purchase Decision

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Taste, Service Quality, Location, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1121800002 Vivi Dewi Ariska
Date Deposited: 10 Nov 2022 03:24
Last Modified: 10 Nov 2022 03:24
URI: http://repository.untag-sby.ac.id/id/eprint/17207

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